Public Relations For Asia

Hardcover | November 15, 2007

This book is an essential read for anyone interested in Public Relations in Asia. Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, Public Relations in Asia offers readers a vital insight into how PR works.Combining the latest in Public Relations theory with clear and practical guidance on how to plan and structure a PR campaign, as well as invaluable top tips on the skills needed to create successful PR campaigns, Public Relations in Asia is also full of fascinating and relevant case histories from around Asia and the rest of the world.

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This book is an essential read for anyone interested in Public Relations in Asia. Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, Public Relations in Asia offers readers a vital insight into how PR works.Combining the latest in Public Relations th...

TREVOR MORRIS is one of the UK's most senior PR practitioners and a visiting professor at the University of Westminster, where he teaches on a range of postgraduate and undergraduate programmes. Until he stepped down in 2003, Morris was Chief Executive of Chime Communications Public Relations Group, the UK (and Europe)'s largest PR gr...

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Table of Contents

PART 1: CONTEXT AND THEORY * Context * Theory * Ethics * PART 2: THE STRATEGY AND PLANNING OF PR * Intro * Issues and Audience Analysis * Objectives and Overall Plan Structure * Strategy * In-House or Consultancy * Tactics * Action * Crisis Management * Results/Research * PART 3: PR SKILLS * How to Write aPress Release * How to Write a Feature * How to Do a Media Interview * How to Call a Journalist * How to Generate Creative Ideas * How to Design an Online Press Office * How to Exploit New Media * How to Plan and Run PR Events * Internal Communications * How to Stand Up and Present * How to Write a Good Speech/Talk * Briefing Design Work * Using Language and Images to Influence People * PART 4: CONCLUSION * The Future of PR

Editorial Reviews

'Lack of skilled talent is the largest single threat to the extraordinary growth of public relations in Asia. "PR for Asia" is the go to sourcebook that addresses that skills gap. It is a pragmatic guide, complete with intelligent analysis, proven as effective pr tools and useful examples from across the region.' - Paul Taaffe, chairman and chief executive of Hill & Knowlton worldwide 'Asia looks set to experience the sort of astonishing growth in public relations that the West has recently experienced. Morris and Goldsworthy look set to accelerate that growth.' - Mike Waterson, Chairman, World Advertising Research Center'Asia is the most exciting PR market in the world. This book not only critically analyses the nature and structure of PR now and in the future, but also offers a wealth of straight talking practical advice from how to write a PR plan to what to do when a difficult journalist rings you up.' - Danny Rogers, Editor, PR Week